HOLLYWOOD, Calif. — Lauren Conrad is making another fashion statement.
The 23-year-old fashion designer and star of MTV's "The Hills" is launching a lifestyle apparel brand exclusively for Kohl's, the department chain announced Thursday.
The new brand, called LC Lauren Conrad, will launch in both stores and on the chain's Web site in October. It will initially consist of only apparel, but may expand into categories such as footwear, jewelry, handbags, intimates and sleepwear. The prices will range from $20 to $60.
"We are very excited to announce our partnership with Lauren Conrad, a pop culture icon whose style resonates with our contemporary customer," said Don Brennan, senior executive vice president of Kohl's Department Stores, in a statement. "We are confident the LC Lauren Conrad collection brings customers both the contemporary style and the world-class brands they want at a price that delivers incredible value."
The two parties will work collectively on the design of the brand, with Kohl's leading the manufacturing, production, distribution and marketing of the collection. The department chain has plans to build an integrated marketing campaign that will leverage Conrad's image and likeness.
"Partnering with a successful national retailer like Kohl's supports my mission to make great clothing accessible to young women everywhere," said Conrad in a statement. "The collection is a reflection of my personal style and will offer fresh, California Casual designs at an affordable price."
Conrad began her fashion career as an intern at Teen Vogue and attended the Fashion Institute of Design and Merchandising in Los Angeles.
She previously launched her own upscale clothing line, which she put on hiatus last month.
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